Absolut Vodka and Sprite have teamed up for a new marketing effort that leans into the spontaneity of an outdoor hangout.
The “HANGOUT-OF-HOME” initiative is more than just your usual billboard campaign from London.
It allows passers-by to pull gigantic 32-sheet posters located around Clapham Common out of their posts and turn them into makeshift picnic blankets for them to have the ultimate unplanned hangout.
These billboard blankets contain witty and attention-grabbing copy, with some writing "The Agenda Is There Is No Agenda,""Here's Your Sign to Unmake Plans," and "There's No Place Like Here."
At the bottom corners of the posts lie signages that ask people to pull out the billboards.
Leaving Room for the Unplanned
Made together with WPP Open X and GREY, the latest out-of-home (OOH) effort from the two brands not only encourages people to have impromptu get-togethers, it also introduces its new ready-to-drink cocktail as the perfect partner to these occasions.
The initiative also comes as part of the newly launched "Planned for the Unplanned" platform, which aims to appease the pressure young adults feel to plan every aspect of their lives.
Through the billboards, they hope to show all the great possibilities when they leave room for spontaneity.
"In a society anxious about living according to plan, Absolut Vodka & Sprite are inviting people to enjoy the unplanned moments in life," said Mariana Branco, ARTD category lead Europe at Coca-Cola Co.
Branco also emphasizes their hope that consumers around Europe feel inspired to instigate their spontaneous hangouts throughout the summer.
